Deck 19: Video and the Commercial

Question 1

Which of the following would NOT be an effective use of spokespersons in a TV spot?

A)using a person who delivers the copy directly to viewers
B)using a powerful person who overshadows the product or service
C)using a person who comfortably uses the product
D)using a person who is likeable and believable
E)having the spokesperson display and demonstrate the product

Answer 1

B

Question 2

Which of the following is NOT a "connotation" of video?

A)Webisodes
B)magazines
C)commercials
D)banners
E)short form

Answer 2

B

Question 3

Celebrities mentioned in the text as those with staying power as endorsers include:

A)Cindy Crawford.
B)Carmen Miranda.
C)Rita Haywood.
D)Jessica Simpson.
E)Bart Simpson.

Answer 3

A

Question 4

If you wish to effectively use the comparison technique for a TV spot:

A)it must be credible in the way claims are made.
B)its claims need not be legally provable.
C)it avoids answering questions viewer likely have.
D)it should pit product or service against the least competitive manufacturer.
E)avoid comparing user lifestyles for your brand and the competitor's brand.

Question 5

Characteristics of testimonials would include:

A)little to no risk in using a celebrity.
B)can be delivered by known or unknown people.
C)about 80 percent of all TV spots feature a celebrity.
D)athletes are rarely used.
E)normally done utilizing voice-overs.

Question 6

A list of support elements that should make it easier to create a good TV spot rather than a good print ad include all of the following EXCEPT:

A)professional actors.
B)motion to create attention.
C)sound.
D)top management understanding.
E)professional directors.

Question 7

It is ideal for longer-form advertising, such as branded entertainment, with the ability to reach audiences with an in-stream experience on sites that lack video content. It is:

A)an overlay.
B)a video magazine.
C)an in-stream video ad.
D)an in-page video ad.
E)an in-banner video ad.

Question 8

Clips used on video that are more than five minutes long are:

A)banners.
B)magazines.
C)long-form video.
D)rich media.
E)short-form video.

Question 9

Using the typical copy development and production timetable, what should occur between copy exploratory and circulation of copy for clearance?

A)preproduction meeting and shoot
B)revisions to client for approval to produce and circulation of copy for clearance to legal, R&D, and management
C)prebid for specifications and sets and shoot
D)rough cut for client approval and revisions
E)bid review and final to client

Question 10

Advice that will keep you out of trouble if you decide to use the demonstration technique in a TV spot includes:

A)puffery is acceptable, so the product can be manipulated to make it look better than it normally does.
B)create the unexpected and delight the audience.
C)strive for an unbelievable benefit message.
D)the demonstration must correspond to actual usage.
E)always have an attractive or handsome actor.

Question 11

Which of the following do NOT pertain to online and its terminology, and what advertisers need to know?

A)The concept is far different than what is found on a personal Web site.
B)It is something that creative people need to understand.
C)Its language is different from everyday language.
D)It requires more technical knowledge to use and understand.
E)You need to know how video and text work together.

Question 12

If for a spot, you follow the approach used to make a movie but in only 30 seconds, and you use a narrator out of view, you are employing which of the following visual techniques?

A)slice-of-life
B)vignette
C)story line
D)combination
E)oldies footage

Question 13

Among the following items, which do NOT characterize digital production?

A)can mean production of content
B)can mean production of code
C)Quality is an issue.
D)Length of advertisements is an issue.
E)Cost is an issue.

Question 14

Which of the following is involved in seeking standardization of advertising units that should assist prospective users as well as sellers of video time?

A)VAST
B)IBA
C)VASTAID
D)VPAID
E)IAB

Question 15

Which of the following is missing for big-time advertisers when it comes to online advertising?

A)the talent
B)the producers
C)better metrics
D)budget controls
E)CGI techniques

Question 16

Some characteristics of good television advertising is that they:

A)can have relevant content.
B)are quickly produced
C)use advanced digital graphics.
D)know their audience.
E)hit the sweet spot.

Question 17

Which of the following does NOT fit the vignette and situation technique?

A)used for widely consumed products
B)A jingle or song trumpets satisfaction with the product.
C)relatively inexpensive to produce
D)used effectively to update a brand or sell a lifestyle
E)creates excitement and motivation

Question 18

In a typical copy development and production timetable, what should occur between the bid review/awarding of the job and the shoot?

A)prebid meeting
B)presentation of ideas to client
C)preproduction meeting
D)clearance for on-air usages
E)revisions

Question 19

Average view rates of various types of video ads, according to research, are:

A)15 to 25 percent.
B)35 to 50 percent.
C)50 to 60 percent.
D)50 to 75 percent.
E)60 to 70 percent.

Question 20

Which of the following is an advantage for online video in enticing advertisers?

A)standardized video commercial formats
B)better metrics
C)ability to drive scale and revenue
D)ability to impact emotions and engage
E)different sizes and specs for videos

Question 21

In which phase of production will the agency, client, and production-house personnel hold a meeting?

A)shooting
B)postproduction
C)preproduction
D)morphing
E)editing

Question 22

A variation on the serial commercial; with this format, two related spots run with a completely unrelated spot between them.

A)vignettes and situations
B)stop motions
C)slice-of-life
D)split and bookend
E)split serials

Question 23

If in your film for a spot you wanted one scene to fade out while the following scene simultaneously fades in, you'd use the optical technique known as:

A)a cut.
B)dissolve.
C)a matte.
D)super.
E)fade-through.

Question 24

Key considerations in writing an effective television spot include all of the following EXCEPT:

A)words emphasize the promise.
B)run in fringe benefits.
C)state it.
D)support it.
E)demonstrate it.

Question 25

Tips for writing a TV script include all of the following EXCEPT:

A)describe video on the right-hand side of the TV script.
B)use easy-to-pronounce, easy-to remember, simple words.
C)write copy in a friendly, conversational style.
D)match words to visuals so they are cohesive.
E)you have available 28 seconds of audio.

Question 26

The difference between the problem-solution approach and the slice-of-life approach is that in the problem solution technique there is:

A)depth of story line.
B)a solution provided through powerful word images.
C)depth of plot development.
D)a solution through visuals telling the story, supplying the solution.
E)no depth of story line nor depth of plot development.

Question 27

Which of the following would NOT be indicative of a wipe?

A)You could use a flop or fin.
B)A geometric pattern is used from top to bottom or side to side.
C)It's faster than a dissolve but not as fast as a cut.
D)would not typically be used to denote a time lapse.
E)Part of the scene is placed over another.

Question 28

Which of the following have respondents indicated in various studies that advertisers ought to factor into their spots?

A)Product category is irrelevant.
B)Liking depended only slightly on entertainment value in a spot.
C)People like commercials they feel are worth remembering.
D)Original or novel approaches alone translate into likability for the commercial.
E)Liking a commercial went well beyond mere entertainment.

Question 29

If you are on a tight budget and you realize you need music to help enhance a spot, you might purchase which of the following?

A)scored music
B)stock music
C)original music
D)private domain music
E)a hit song that is at least 25 years old

Question 30

In a spot, which of the following is NOT relevant to either how or why music might be used in a spot?

A)transition
B)background
C)movement
D)accents
E)economy

Question 31

Which of the following questions would NOT be appropriate in a session where assessment of a storyboard would occur?

A)Does the execution showcase the campaign idea?
B)Is the campaign idea credible, meaningful?
C)Does it sell rather than tell?
D)Is the idea provocative?
E)Why is this storyboard appropriate?

Question 32

If you were planning a TV spot and wanted to have a scene go to total black, you would use which of the following optical techniques?

A)fade-in
B)wipe
C)fade-out
D)dissolve
E)cut

Question 33

Which of the following are worthwhile to remember if you are planning scenes for a spot?

A)Too few scenes can confuse the viewer.
B)avoid static scenes
C)carefully plan the number of scenes
D)do not time scene changes thus avoiding pacing of the message
E)Long scenes keep the viewer focused.

Question 34

The person involved in production who must combine talents as a coordinator, diplomat, watchdog, and businessperson is called the:

A)specs officer.
B)agency coordinator.
C)producer.
D)director.
E)external director.

Question 35

Combining sound with picture, inserting transitional effects, and adding titles occur in which phase of TV production?

A)shooting
B)postproduction
C)preproduction
D)postflighting
E)CGI mixing

Question 36

Which of the following is NOT a planning tip that can make a spot effective?

A)flash the logo or show the package
B)try to communicate fringe benefits
C)show the brand name to establish identification
D)read the audio aloud to catch tongue twisters
E)make sentences short and uncomplicated

Question 37

Every bit as important in some TV spots as copy or visuals, this can make or break a commercial.

A)careful art direction
B)sticking to the script
C)music
D)sticking to the budget
E)proper casting

Question 38

If you have to put out a commercial shoot to bid, which of the following would help ensure that all bids are based on the same information?

A)use of the client spec form
B)use of the industry-accepted form
C)use of the producer's pro-forma sheet
D)use of the agency lawyer and accountant
E)use of an external casting director and scouting assistant

Question 39

Old music is used in a commercial for all of the following EXCEPT:

A)cheaper than producing original music.
B)quickly sets the mood.
C)gains instant access to listener's subconscious.
D)bridges generational differences.
E)cues the viewer's feelings.

Question 40

Topics that must be covered at a preproduction meeting include all of the following EXCEPT:

A)locations/sets.
B)casting.
C)payment for services.
D)timetable update.
E)wardrobe and props.

Question 41

Among the following electronic production tools and techniques, the one that allows you to transform one object to another, for example, a person's head becomes a 3-D cube, is referred to as:

A)compositing.
B)morphing.
C)keying.
D)flaming.
E)chromatography.

Question 42

Slice of life is a visual technique using actors who involve the audience in helping to solve a problem where the hero is the brand.

Question 43

An agency producer is expected to do all of the following EXCEPT:

A)prepare specs for production studios to compute realistic bids.
B)handle billings and approve invoices.
C)concentrate solely on the filming of the spot.
D)arrange for the recording session.
E)arrange for screenings for agency and clients to view dailies and select takes.

Question 44

In postproduction, the postdirector would NOT be expected to do which of the following?

A)supervise video edits and special effects
B)cut film and supervise videotape transfers from film
C)deliver a finished product to the agency
D)record narration
E)pay any bills for props

Question 45

For most productions there are four steps, and the last step after the shoot is:

A)reviewing dailies.
B)wrap.
C)editing.
D)taping.
E)post-lighting.

Question 46

Long-form video clips are typically no more than two minutes long.

Question 47

Which of the following is one of the chief ways agencies and advertisers can control the cost of commercial production, according to your text?

A)using amateur talent
B)careful planning
C)using stock footage
D)avoiding working on holidays and weekends
E)using nonunion labor

Question 48

About 14 billion videos are viewed each month, transforming the essence of web content.

Question 49

The typical copy development and production timetable logically sequences the 14 steps involved in bringing an ad from creative to its ship date.

Question 50

Which of the following would you associate with computer technology used in production of a commercial?

A)Quantel Henry/Harry
B)Harry Potter
C)Mac iBook
D)Liquid Ice
E)Dante's Flame

Question 51

Just how important celebrities can be to an advertiser starts with the willingness to spend $20,000 for a diagnostic analysis of their personality that also provides information about how well they fit the service or product so their testimonial is credible.

Question 52

Preditor is the name for a new emerging group of web filmmakers.

Question 53

Which person from an agency would you expect to be present at a preproduction meeting?

A)account supervisor
B)advertising manager
C)brand manager
D)director
E)budget accountant

Question 54

In the demonstration approach for a TV spot, you should edit the footage so the ability of the product to deliver what is claimed is exaggerated in order to make a very significant impression on prospects.

Question 55

Viewers who are media agnostics are not into watching either online or television but rather just into watching content.

Question 56

A serious problem for advertisers is that viewers indicate they are tired of watching nonrelevant ads.

Question 57

Which would NOT be a purpose for using a shooting board?

A)to determine the number of scenes to shoot
B)to determine the image of the scene
C)to determine best product angles
D)to determine camera angles
E)to determine the timing of each scene

Question 58

Which of the following is NOT true about what has occurred since CGI and cel animation have become an integral part of TV commercial production?

A)Costs of both are increasing less rapidly.
B)Software is improving.
C)They've created a reservoir of artists, techniques, and trends.
D)can create what may be otherwise impossible to create
E)None of the above -they are all true.

Question 59

An agency producer may retain the services of a production company whose entire business is filmmaking; the agency producer will work with this person to create the commercial according to agency specifications. This person is called:

A)the account executive.
B)the client representative.
C)the director.
D)an outside producer.
E)a studio rep.

Question 60

Video banner and commercials are connotations of video.

Question 61

In video ads, ________ apparently matters far less than the quality and information provided.

Question 62

The agency producer prepares specs, works with production studios, arranges for equipment, works with a talent agency, and handles the financial aspects of production.

Question 63

Animation, a favorite of children but popular with all ages, has the ability to create a warm, friendly environment for a product and its message.

Question 64

Video must be conceived as a flowing progression so viewers will easily follow it.

Question 65

Music can be used to help with movement and punctuate action or points in a spot.

Question 66

For certain, good television advertising must cut through clutter, but it is also must have content that has ________ to viewers.

Question 67

Television commercials are more ________ than other video formats and have standardized units of time.

Question 68

A lot of money may be wasted in TV commercial production because of inadequate preplanning, especially related to scheduling talent, crew members, and equipment.

Question 69

A storyboard is another name for a photoboard and virtually serves the same purpose: to show merchants and dealers exactly the kind of advertising support the client is prepared to give them.

Question 70

There are two major issues in video production, issues that producers of television commercials have to confront as well. They are ________ and quality.

Question 71

Chroma-keying, a technique commonly used in TV weather reports, is a matte derivation method in which the computer sources a specific color to create a key signal. Weather forecasters do not actually see the map on the screen, they only see a solid color.

Question 72

The flame artist can be called upon to create the proper mood by adjusting how the sky looks in a live action shot.

Question 73

The computer is revolutionizing production and postproduction of television advertising, especially considering the opportunities created by CGI.

Question 74

For video ads, ________ is providing lots more options for creative people.

Question 75

A production company may use film for the production but, today, in postproduction virtually all final edits, effects, and opticals are done on videotape using computers.

Question 76

For a rapid succession of short or quick scenes, or to separate impressionistic shots when they are grouped together for a montage effect, you call for a wipe.

Question 77

Areas that have a dramatic impact on production costs for TV spots relate to decisions to go on location or shoot in a studio, use of special effects, and recording and mixing various aspects of sound.

Question 78

Many visual techniques finding their way into commercials evolved from the music ________.

Question 79

A producer is the key person in shooting a spot and assumes responsibility for the setting and putting the whole show together.

Question 80

A major expense in production is ________, or the reuse fee paid to various performers. If more local production houses produce video and television spots using local rather than national talent, production costs could go lower.